Quilted Northern Sets the Standard for Bath Tissue in 'Keep It Quilted' Campaign

Quilted Northern is re-energising its nearly 100-year-old brand with the new 'Keep it Quilted' campaign, which aims to shake up the premium bath tissue aisle, and position Quilted Northern as a category of one.

Launched nationally this week, 'Keep It Quilted' is a departure from the category’s usual emphasis on 'potty humour,' focusing instead on the brand’s target consumer, who pays attention to the smallest of details to comfort and pamper themselves and their loved ones. 

The campaign is part of a larger repositioning of the Quilted Northern brand, and parent company Georgia-Pacific worked with advertising agency ARGONAUT on the campaign’s creative development, which also showcases a new visual identity system from brand design agency Soulsight. 

Bringing an elevated experience to the category where potty humour reigns

“Keep it Quilted reinforces premium comfort and care and the timeless art of craftsmanship,” said Nicole Cook, senior director of brand building for Quilted Northern, who added that the campaign re-asserts the authenticity of Quilted Northern’s name and long-standing legacy. “This is the very essence of what Quilted Northern is, what it promises, and what it delivers, and I believe ‘Keep it Quilted’ captures that beautifully while moving away from bathroom humour to elevate the Quilted Northern brand and the bath tissue category.”

In the campaign’s 30-second hero spot, a mother is seen thoughtfully curating the details of her bathroom, including Quilted Northern bath tissue. Amid an ambiance of cleanliness that includes scented candles and smooth surfaces, the signature quilted pattern and feel of the product are seen everywhere, from plush hand towels and the product itself to related patterns in the wall tiles and even her young son’s bow tie. 

“In developing our creative concept, we were inspired by the timeless DNA held within the Quilted Northern name and its signature design,” said Hunter Hindman, founder and chief creative officer, ARGONAUT. “While there are a lot of premium bath tissues out there, only Quilted Northern can own this elevated positioning, as it’s born exclusively from the product.”

In addition to broadcast and digital spots, the ‘Keep It Quilted’ campaign will also include a series of social ads, Reels and more.